Instagram tests ads that users can’t skip past
Instagram tests “ad breaks” that force you to pause an ad for a certain amount of time before continuing scrolling.
X and several Reddit users reported seeing the feature, and Instagram spokesperson Matthew Tye confirmed to The Verge that ad breaks are being tested. Instagram said it will provide updates if any formal product changes are made as a result of the testing.
This change will make the social network similar to the free version of YouTube. Users want to see ads before and between watching videos. Since Instagram has become more of a video-sharing network over the years than just a place to share stills, thanks to features like Stories and Reels, it makes sense to consider Instagram going this route.
If you click the info icon next to an ad break to learn more, you’ll see an ad break. Ad breaks are a new way to view ads on Instagram. Sometimes you want to see an ad before you continue browsing.
The feature is currently only a test, but it shows how far Meta is willing to experiment with the basic user experience of the app for more ad revenue.
